Remixing Images of Islam. The Creation of New Muslim Women Subjectivities on YouTube

Abstract This study provides a textual analysis of YouTube videos produced by two popular Western English-speaking vloggers, Amenakin and Nye Armstrong using Guo and Lee’s hybrid vernacular discourse framework. Vernacular discourse is defined as speech and culture that includes music, art, and fashion, which resonates within a local community.The framework focuses on three components: content, agency, and subjectivity. I extend this framework by examining audience response to the new images through analyzing comments and response videos. Recognizing that the boundaries between vernacular and mainstream discourse are blurred, my research is guided by the following question: How are Muslim women rearticulating and renegotiating mainstream and vernacular discourses to introduce new and complex images of Muslim womanhood that challenge mainstream Western representations of Muslim women?